Consensus

The company need to keep in mind that we need to create money, we have to plan a strategy that make this work out. The specific are is Cardigans, sell most cardigans you can during the day, make a plan and have a goal like a worker.
"The market and money elements of the media mix also depend on the sales potential of each area. National advertisers use this factor to determine where to allocate their advertising dollars. Planners can determine an area's sales potential in several ways."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill

H&M need to be focus on the costumers but also need to be focus on the competition, why because other brand can copy our designs and they can start doing more money with our ideas, so need to focus on when we suppose to start the advertising campaign, we don't have to be the first one and never been the last ones. The competition can take advantage and expose maybe copies of our designs or come out with a fresh line, obviously we have to be positives that are designs are be always on the top and every men will kill anyone to have them (hypothetically speaking). 
"Advertisers always consider what competitors are doing, particularly those that have larger advertising budgets. This affects the media, mechanics, and methodology elements of the media mix."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill

The mood of the message is very important in how is going to be the impact to our costumers and after watch an ad about our cardigans they just decide to go to our stores and just check out our designs it make us feel very good because if one person do not get nothing from the store maybe the other one is going to get it because it wasn't is his plans get a cardigan, where maybe this person in particular can have a lot on his closet, but that is how social media can help a little bit. We need to send just only the message, not include subliminal messages because the people can get it wrong and our goal is every men wear our H&M cardigans no matter the age or culture if it fits you and you can pay for it just go for it.
"An important influence on the media element of the mix is how well a medium works with the style or mood of the particular message."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill